In this notebook we aim to answer the question:

What products can we strategize to different customer segments to improve their engagement?

  1. Analyse commodities that enjoyed by all segments
    • Department Engagements and Revenues
    • Top 5 commodities in all departments
  2. Analyse commodities that resonates with family households and age band
    • Baby Care
    • Dairy Products
  3. Analyse commodities that resonates with single female and single male
    • Department Engagements
    • Top 5 Grocery and Produce commodities

Analyze commodities that is enjoyed by all customer segments

Department Revenues and Engagement

This scatter plot illustrates the relationship between engagement and revenue for different departments. Grocery stands out with the highest engagement and highest revenue. Other stands out are Meat, Pharmaceutical, and Produce.

Based on the insight provided, we can allocate marketing efforts and resources to categories with high engagement and revenue to further boost sales and customer satisfaction.

Top 5 commodities on each department

The analysis of the top 5 commodities on each department based on both revenue and engagement reveals valuable insights into the departmental performance, emphasizing strategic opportunities between revenue generation and customer engagement.

  1. Revenue Focused Analysis
    • The top 5 commodities on the Meat department, collectively contribute significanlty to the department's revenue, exceeding $35,000. This underscores strong consumer demand and succesful sales within the Meat Department.
    • While the top 5 commodities contribute notable revenue in these departments, they fall short of the Meat Department's performance, with revenue totaling over $15,000 each.
  2. Engagement-Focused Analysis:
    • Similarly, the Meat Department secures the highest customer engagement, amassing over 7,000 engagements. This reflects the department's ability to effectively capture customer interest and interactions.
    • Following closely, the Grocery Department records approximately 6,500 engagements, showcasing its successful consumer appeal.

Analyze commodities that resonates with family households and age band

Baby Care

Household Type: The grouped bar chart reveals intriguing patterns in average engagement accross baby items per household.

Insights:

  1. Among households with kids, both single and couples, Baby Foods exhibit relatively high average engagement. This suggests that families with children, regardless of household composition, show a strong interest in this commodity.

  2. Similar to Baby Foods, Baby HBC products also demonstrate substantial engagement across different household types. This implies that products catering to the health and beauty needs of infants and children hold a consistent appeal.

  3. Diapers, a fundamental necessity for families with young children, receive significant engagement from households with kids. Interestingly, households with two adults and kids show a higher engagement with this commodity compared to households with just one adult and kids.

  4. Both Single Females and Single Males exhibit lower engagement across all commodities compared to households with kids. Baby Foods garner relatively higher engagement among Single Males, potentially indicating their role as caregivers. Diapers, understandably, have the least engagement across both Single Female and Single Male households.

  5. Households without Kids: Households with two adults and no kids display moderate engagement with Baby Foods and Baby HBC, suggesting that these products might cater to specific needs even in households without children. Diapers exhibit lower engagement in these households, reflecting their lack of relevance.

Age Band: These insights underscore the need for SuperFoodsMax to tailor its marketing strategies and product offerings according to the distinct preferences and priorities of different age bands. For the 19-24 age group, emphasizing baby care commodities and providing resources for young parents could enhance engagement. In the 25-34 age band, SuperFoodsMax can explore strategies that cater to potential parenting considerations while still valuing personal well-being. For older age bands, focusing on broader wellness offerings while acknowledging reduced engagement with baby care products could be a strategic approach.

Dairy Products

Insight:

  1. There is a huge Cheese engagement in all household types. Cheese is prominently favored by all household types.
  2. Fluid milk products is also the second favored among all household types.
  3. Couples (with or without kids) seem to favor butter in their purchases. Single female and Single male household shows comparatively lower engagement with butter.
  4. Yogurt seems to resonate more with households comprising couples, especially those with children.

Recommendation:

  1. We can target promotion of cheese among 'Single females', or yogurt for household with kids.

Insight:

  1. Preference for national brands for the following items: Cheese, Yogurt, Peanut Butter/Jelly/Jams, and Ice cream/Milk/Sherbets products.
  2. Private brands are leading in Butter, Fluid Milk Products, and Milk by-products.

Recommendation:

  1. To boost revenue in categories like Canned Milk, and butter SuperFoodsMax can implement promotions to encourage purchases.
  2. While national brands are popular, SuperFoodsMax must maintain a balance between private brands and national brands across various categories can provide customers with more choices and appeal to different segments of the market.

Analyze commodities that resonates with single customers

Single Female

Single Male